Google Website Optimizer is an optimization tool that helps to increase visitor conversion rates by making your website more visible on the Google servers.
Your website has to earn its way up the organic rankings, unless you have SEO. You have to prove to Google that you offer value, that you are relevant and that the user will have a great experience when landing on your website. You need to regularly update your website, make sure to use proper Search Engine Optimization techniques, have good internal and external linking, grow a good inbound link profile and your website needs to be mobile friendly. Google has changed their ranking method to look at mobile first, desktop second. This means that a website that doesn’t work well on mobile devices will rank lower, even if using a desktop to search for it.